Undiz launches new, more modern, and experiential store concept “Blush by Undiz”

“Blush by Undiz” is the name of the new store concept from lingerie brand Undiz, founded in 2007 and part of the Etam Group. The project, spearheaded by the brand’s managing director Marie Delahaie, forms part of Undiz’s redefinition strategy which it began in 2024. The first Blush by Undiz stores opened in August in Rennes, Tours, and Paris Saint-Lazare.

With Blush by Undiz, the brand aims to mark a new phase in its evolution, offering a more modern, clearer, and more immersive experience. The concept was developed in collaboration with the design studio Masquespacio. The stores now feature a streamlined design, with natural colours and open spaces, placing the collections centre stage. The aim is to showcase the products in a warm, elegant setting.

The brand has also reimagined its customer journey. Spaces are better organised, ranges are easier to navigate, and customer flow is smoother. The fitting rooms will soon feature a “playful” touch, with surprising details to extend the Undiz experience to every corner of the store.

Beyond design, this new concept seeks to meet the expectations of today’s female consumers, who are looking for a more human and personalised shopping experience. Sales advisers remain central, the brand notes: they guide, advise, and embody the Undiz spirit.

While the brand has 231 stores worldwide, the Blush by Undiz concept will be rolled out initially in France. This new face of the brand aims to assert a more fashion-led identity while remaining true to its cool, accessible, and inclusive DNA.